Their Instagram post of a "diet tip" was slammed online as "unbelievably irresponsible" and promoting anorexia in advertisement form with the backlash amplified when it was called out by I Weigh, the body-positive movement created by actor and presenter Jameela Jamil.

The UK personality publicly took the company to task after being altered to the post, which told customers: "Diet tip: Spend all your money on brows so you have none left to buy food".

Re-posting the image, Jamil told them: "@hdbrowsofficial we are calling you OUT! This is damaging and we don’t wish to see it. Thank you @jensunflow3r for bringing this to our attention. We want harmful social media posts like this removed."

Jamil's post got thousands of likes and hundreds of comments, with the company promptly deleting the post.